FISHERS, Ind. — Ron Shevlin, senior analyst at Aite Group, has a simple message for credit unions, “Don’t believe any numbers without question.”
“People want statistics to validate what you believe to convince yourself and others,” said Shevlin as he kicked off the CU Watercooler Annual Symposium being held Thursday and Friday at FORUM CU’s facilities in Fishers, Ind.
“Keep an open mind and be more aware. Ask questions from how did they come up with that number and how many people did they talk to, to what questions were asked and how they were posed,” Shevlin said.
During his session titled “Quantipulation: The Art of Using Numbers to Create Marketing Myths and Misconceptions,” Shevlin shed light on the importance of digging deeper into scores and metrics. In addition, look more to behavior for clues rather than the typical attitudinal research, he said.
“Picture in your mind who are your best members. Now describe the activity of your best members,” said Shevlin. “The answers are usually well they’re loyal and open lots of accounts, but what got them to the point to do that? What was the behavior that led into that?”